TITLE

Music, mood, and marketing

AUTHOR(S)
Bruner II, Gordon C.
PUB. DATE
October 1990
SOURCE
Journal of Marketing;Oct90, Vol. 54 Issue 4, p94
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
That music affects human beings in various ways has probably been presumed as long as people have played music. Many marketing practitioners already accept this notion, given that music is increasingly used as a stimulus in the retail environment as well as in radio and television advertising. Yet, fewer than 20 published empirical studies in marketing have music as their focus. The author reviews the small body of marketing literature, surveys relevant literature outside marketing, and provides research propositions to guide future studies.
ACCESSION #
9102183228

 

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